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WRAP, the Waste and Resources Action Programme, a non-profit organization tackling waste and promoting sustainability, has introduced a fresh brand identity for the first time in over a decade.
This rebrand reflects their journey from a UK-based organization to a global leader in fixing broken systems and promoting a system where waste is minimized, and resources are reused.
Image courtesy of WRAP
A Look Back of WRAP’s Journey
WRAP was founded in 2000 to address growing concerns about waste and resource use in the UK. Initially focused on reducing household waste, WRAP quickly expanded its work to include food waste, plastics, and textiles. Over the years, the organization has become a trusted partner for governments and businesses, offering solutions to cut waste and use resources more efficiently.
WRAP Old Identity
Today, WRAP works globally, collaborating with partners to create sustainable systems that benefit the environment, businesses, and communities. This rebrand marks a new chapter in WRAP’s story, showcasing their ambition to tackle these challenges head-on.
Image courtesy of WRAP
WRAP’s New Look
At the heart of the rebrand is WRAP’s new logo. It features a globe with some neat lines and some broken ones. This design reflects the state of the planet - damaged, but repairable. It’s a powerful symbol of WRAP’s mission to fix system that harm the environment and create a more sustainable future.
Image courtesy of WRAP
The changes don’t stop at the logo. WRAP collaborated with the creative agency Among Equals to bring this vision to life. They also updated its colors and fonts.
The new color palette is modern and approachable, featuring earthy tones like forest green and sand, paired with vibrant lime and sky blue to create a fresh look. The fonts are clean and simple, making WRAP’s message clearer and more accessible.
Image courtesy of WRAP
Image courtesy of WRAP
Why the Change?
The old branding no longer reflected WRAP’s scope and impact. This shift reflects WRAP’s evolving role and its vision for the future, outlined in its blog,
Our work has grown far beyond what we originally set out to do. We needed a brand that shows who we are today and where we’re heading.
WRAP’s Marketing and Communications Director David Wilson said the rebrand isn’t just about updating their look.
This is about telling our story better—showing the urgency of the problems we face while inspiring hope for the solutions we offer.
Image courtesy of WRAP
With their new identity, WRAP is ready to take on the challenges ahead. The updated branding helps them connect with more people—businesses, governments, and communities—and make their message clear: sustainability isn’t just possible, it’s necessary.
Image courtesy of WRAP
WRAP’s initiatives already show how impactful their work can be. For example, the UK Plastics Pact, launched in partnership with the Ellen MacArthur Foundation, has reduced problematic single-use plastics and improved recycling.
Their Food Waste Reduction Roadmap has guided businesses to cut food waste in supply chains, bringing the world closer to the goal of halving food waste by 2030.
Image courtesy of WRAP
WRAP’s history shows their ability to adapt and lead. From reducing household waste in the UK to tackling global issues like food and plastic waste, WRAP has proven they can make a difference. This rebrand positions them for even greater impact in the years to come.
Image courtesy of WRAP
Image courtesy of WRAP
